In what must be the United Colours of Benetton of video-calling phone ads, a host of people of all ages and ethnicities share their special moments with each other… and the thousands of people watching the ad. And all while soothing music plays in the background and a gentle voice intones the line, “Every day more people connect face to face on the iPhone than any other phone.”

Smartly, the ad doesn’t neglect to highlight one of the most notable and practical facilities of the FaceTime app (and all video call apps, it must be said) – its significance for the hearing impaired; in one of the sequences a woman is shown using sign language to communicate. Others show more everyday usages – birthday wishes, apartment viewing and, of course, the obligatory saying hello to your dog long distance.